Video is quickly becoming the most popular way for real estate agencies to build an audience of potential sellers and buyers, and promote their properties.
According to a statement by Brad Jefferson, CEO of Animoto, realtors are among the fastest growing user segments on the video creation platform.
It’s not just the agents. Even sellers and buyers understand the ability of video to convey the value of a property and make it sell faster. In fact, 73% of homeowners are more likely to list with a realtor competent in real estate video.
So it’s obvious that your real estate firm is more likely to attract prospects if it’s seen as an expert in creating and marketing videos. And the best way to ensure that is to make video content a part and parcel of how you conduct business and communicate with prospects.
Most realtors see the application of videos as just limited to property tours and listings, but there’s a lot more you can do attract prospects and sell more with video. If you’re looking for inspiration, here are some ideas that’ll help.
Local Market Trends
A major reason potential clients choose to follow a brokerage is to stay up to date on information about the local real estate market.
Depending on the trends they are looking for, they may decide to sell or purchase a property at the right time. And when they do, guess which real estate company comes first to their mind? Right, the one that provided them with the data.
So compiling data on the local market at regular intervals and turning that into an engaging real estate video presentation is a great way to build a relationship with prospects who may want to buy or sell in that market.
Start with creating a uniform strategy and a presentation template based on it. This template will comprise of the sources you’ll use and the metrics you’d be reporting on every time you present local market trends in a video.
Creating a specific template can help you save a lot of time in the long run. Every time there is a change in market and the metrics you are presenting, all you’ll need to do is adjust some slides in the presentation to make it up to date.
Then you can record a new video with your thoughts on the metrics on each slide. Discussing the points you’re making in the presentation is important because they lend it a personal touch, establish your expertise and help the prospects connect better with your brand.
Review Local Businesses
At times, video marketing can feel very self-promotional. And it may annoy your prospects to keep watching videos about you.
That’s why it’s really important to make sure your video content calendar includes other types of videos too, that cover local events, amenities and businesses.
Highlighting some of your favorite local businesses is a great idea to show yourself as an active member of the community. Plus, it also helps build relationships with other businesses who can spread the word about you.
May be there’s pizza place you go to a lot, or a favorite coffee shop, or the plumbing or gardening service you recommend to everyone. There’s no dearth of ideas.
You can either create focused videos, with each dedicated to one business, or a video covering a few local businesses in a single episode. And you can release a weekly or monthly series of real estate video episodes.
For example, here’s a video recorded by realtor Lisa Doyle, who is interviewing the principal of a school in her area.
Another benefit of such content is that it also attracts and engages people who are not yet thinking about buying or selling a property, but may do so in future.
Show Processes In Place
Now, as a professional agent or agency, you know a lot about real estate. But your clients may have no idea on how things work. So it can be really helpful to create videos about approaching a brokerage firm, things to be ready with, paperwork to expect and more.
In fact, you can create a series of videos showing different steps of buying or selling a property, and everything else that your prospects would like to know.
Creating process videos is beneficial also because they let the clients know in advance what to expect, what is happening and how much time things will take.
So they don’t get impatient or too anxious about how much money they are going to make. Your videos will assure them that everything is going on smoothly.
Recording a real estate video covering your processes doesn’t have to be hard. It may take a few rehearsals to get comfortable in front of the camera.
But once you get the hang of it, it’s all about writing out some key points in advance, and then presenting to the camera as if you’re talking to a prospect.
Do Live Video Q&A Sessions
The use of live video is growing rapidly in all types of businesses, and real estate is no exception. Your prospects will often have questions about the community or specific listings that simply can’t be addressed on their own. In such cases, live video is a godsend.
A live video lets you personally interact with a group of prospects at once. In fact, even people who don’t have questions are likely to join to see what others are asking and benef from your knowledge.
The easiest way to start a live real estate video is probably with Facebook Live. With the Facebook app installed on your smartphone, you can start streaming in a matter of seconds.
Although it’s quick to get started, you should always announce in advance so that people can make the time to join in at the scheduled time. It’s also a good idea to do a test run first to make sure the lighting and other settings are good enough, and there are no technical glitches.
Tell Your Brand Story
Real estate investing can be stressful. So people are inclined towards firms that seem relatable and trustworthy. That’s where your brand story can make a difference.
Introduce prospects to your brokerage. Give them a peek inside the business – what makes your brokerage special, who are the people that make it what it is and why can they be trusted to do what’s right for the prospect.
You can also create videos on specific team members, values you believe in, company culture and origins of the business. Talk about your experiences, awards and what you have been doing before sales.
Here’s a great example of an intro video by Ohio based realtor Chip James.
Each real estate video should work cohesively in building momentum towards a call to action. So once a prospect has learned a bit about your business, their should not be any ambiguity about what they can do next. Encourage them to contact you and setup a meeting to learn more.
If your brand story has been designed and presented well, you would be getting a consistent stream of leads into your sales funnel for a long time.
Record Client Testimonials
Your previous clients can relate the best with your potential clients because they have been in the prospect’s shoes, and faced the exact same challenges.
So recording videos with clients talking about their needs and how your brokerage helped meet them, is the best way to build your reputation.
When picking previous clients for recording videos, consider those that got in touch with to tell you how great your services are. And which of those clients are the most well-known and respected in the local community.
Clients who truly love your real estate agency can really help create videos that engage and excite the prospects.
When requesting clients for their permission to record a real estate video, also mention how great an opportunity this is for them too, as they are getting to highlight their own business. This will make it more likely for them to say yes.
If they don’t know what to say in the video, or don’t have the time to write their script, offer to help them. You could also write a script that focuses on your prospects on your own, and show them for approval. If approved, they can then recite the lines in front of the camera.
Also, don’t forget to keep it short and include a call to action in the end. Most testimonial videos go on for no more than 2 minutes on average. In the end, urge viewers to get in touch with you to discuss about their property.
Almost everyone goes through a point where they need to sell a home. And with all the video marketing ideas, you can really tap into all of this market, no matter at which stage the prospects are.
Of all the mediums that let you convey information, video is often the most impactful. That’s because it doesn’t just convey data but also the excitement in your voice, and energy in your facial expressions.
It’s the best way to build personal relationships with your former and future clients, leading to more word-of-mouth advertising. Videos help engage client as if they are their with you in your office. So you can continue building your brand authority, and saving time in the process.